The widespread acceptance of malaria as an inevitable part of life in many endemic countries hinders global elimination efforts. To accelerate progress, national malaria programmes must adopt new approaches. The rapid shifts in health programming and governance demonstrated by the response to the recent pandemic show that this is possible. This essay argues that transforming malaria efforts requires stronger, more strategic communication to elevate malaria as a priority. Unlike traditional behaviour change communication, strategic communication engages a broad range of stakeholders to drive prioritisation and action. A literature review revealed a lack of research on strategic communication in malaria governance. Therefore, this paper proposes a five-element framework: knowing the audience; defining the message; designing the medium; identifying the messenger; and selecting the timing. Drawing on the experience of Uganda's National Malaria Control Division, the essay illustrates how strategic communication can enhance decision-making, policy development, resource mobilisation and programme cohesion, thereby advancing nations towards malaria elimination.